Korean cuisine is experiencing a significant surge in popularity across China, driven by a potent combination of social media virality and strategic localization efforts. From bustling university districts to major shopping streets, Korean-style eateries and convenience stores offering popular snacks like Shin Ramyun and Choco Pie are becoming increasingly ubiquitous, captivating young Chinese consumers.
The Rise of K-Food in China
Signs for “Korean-style lunch boxes,” “Korean fried chicken,” and rabokki are now a common sight in major Chinese cities, targeting a young demographic eager to explore new flavors. Beyond restaurants, convenience stores are stocking popular Korean instant noodles and snacks with Chinese labels, making them accessible everyday items.
Social Media’s Powerful Influence
Platforms like Xiaohongshu are buzzing with user-generated content, featuring thousands of daily videos dedicated to recreating Korean dishes. This digital wave has introduced K-food to consumers who may never have visited South Korea, making its distinct flavors and dishes widely recognizable. This marks a shift from the past, where Korean cuisine primarily spread through physical restaurants.
Adapting to Local Tastes
Industry experts point to successful localization as a key driver of K-food’s appeal. Chefs are adapting traditional dishes by moderating the spiciness of gochujang and incorporating popular Chinese flavor profiles, such as mala or sweet soy-based sauces. While adapting, efforts are made to retain the essence of Korean cooking, like the interactive bibimbap preparation and the signature fermented taste of kimchi stew.
Consumer Perception and Future Outlook
A survey revealed that 93 percent of Chinese respondents have some familiarity with Korean food, with a significant portion possessing basic knowledge, indicating a large potential consumer base. Social media emerged as the primary touchpoint for discovering K-food (78 percent), followed by Korean entertainment (65 percent) and food delivery apps (55 percent). Encouragingly, 88 percent of respondents believe K-food is poised to transcend a fleeting trend and become an enduring element of China’s food culture.
As Korean food integrates into daily life in China, it signifies a growing, two-way cultural exchange, fostering deeper connections between Chinese and South Korean culinary traditions.